Pandora's European Motorsports Set to Open in Chattanooga

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Two years managing BMW USA’s motorcycle parts division showed Justin Prann what he really wanted to do. With Saturday’s grand opening of Pandora's European Motorsports, the new BMW and Ducati motorcycle shop in Chattanooga, he’ll be doing it.

"I saw Spartanburg grow after BMW opened up a plant there, so when I heard about Volkswagen building a factory here, this was where I wanted to go," he told the Chattanooga Times Free Press.

Prann did an $80,000 renovation to the property on Highway 58, hoping to create a "clubhouse" environment. He’s already organized several track days for area owners, but he wants to appeal to the off-roaders as well.
"In order to ride these bikes the way they're supposed to be ridden, you'd have to ride all day in the hills," he said. "So we're developing a parcel of land near downtown to allow riders to conquer all those obstacles without getting into back country."

Prann describes his retired father as a "financial angel" who moved to Chattanooga from Colorado and supported his dream, even in the face of a soft economy.

Chattanooga has a lot of high-end bikes, so Prann hopes service will keep the business going in lean times.

The shop has seven employees and a dozen service jobs in line before the shop officially opens.